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  • Writer's pictureSimon Cantillion

Earned media and its importance on credibility and trust.

Updated: Jun 15

Earned media refers to the publicity gained through promotional efforts other than paid advertising, such as media coverage, reviews, mentions, and social media shares. Unlike paid media, where companies have control over the message, earned media is essentially free, making it a valuable asset.

When a company secures positive press coverage or media mentions, it adds a layer of credibility that is often perceived as more trustworthy by the audience. Consumers tend to trust third-party endorsements, such as media coverage, more than advertisements, as they see it as an unbiased opinion.

Incorporating earned media into the marketing mix helps build brand credibility and authenticity. Positive coverage from reputable sources can enhance a company's reputation and contribute to a positive brand image. Additionally, earned media can have a broader reach than paid media, as people are more likely to share and engage with content that comes from credible sources.

Press relations, as a part of the broader public relations strategy, plays a crucial role in securing and managing earned media. Building strong relationships with journalists, influencers, and other media outlets can lead to more favourable coverage, creating a ripple effect that positively influences the overall marketing efforts of a company.

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